Cinemark Monroeville Mall will offer daily "Early Bird" matinee specials, senior, military and child discounts, as well as "Discount Tuesdays."

There's also a Cinemark app that moviegoers can download that will score them some freebies.

"And that includes CineMode, which is like airplane mode," Jeffries said. "At the beginning of the movie, you put your phone in CineMode and it'll darken the screen. And as long as you don't text or use your phone in any way, at the end of the movie, you can take it out of CineMode, there will be a coupon for free popcorn or soda for you."

The hope is to keep people in the area so they won't have to travel far anymore to see a movie.

"And then we'll find out if Monroeville is an action town, if it is a romantic comedy town, are they into art films? So you almost start with playing as many of those titles as possible, and whatever they support is what you'll see more of in the future," said Jeffries.